The 海角视频’s largest seafood business is making a major move on an untapped teen market with the launch of two new products.
Young’s Seafood today unveils its Fillet of Fish Quarter Pounder in Asda stores nationwide, a week on from launching Popcorn Scampi Bites.
The Grimsby producer has acted on emerging trends, with the latest research from respected consumer analyst Kantar World Panel showing families with children over 10 are buying less fish year on year.
The £500 million giant is keen to reverse this, and the quarter pounder addition to its flagship Chip Shop range is seen as a way to lure the demographic back, with meat awareness high and health a focus also.
The new product is made with 100 per cent flaky fish fillet, a natural source of Omega Three, and wrapped in bubbly batter.
Yvonne Adam, marketing director at Young’s, said: “Fish eating changes through lifestyle stage and we see more families drop out of frozen fish as their kids turn into teenagers. Our Fillet of Fish Quarter Pounder features all the indulgence of a burger that’ll bring their teens to the table, and is the perfect family dish for those looking to reduce the amount of meat they eat.”
As well as seeking to draw back in a waning market, the scampi rebrand and repackaging is also building on the sharing food culture, which has swept across the restaurant sector - so often the lead for retail suppliers to follow, allowing shoppers to create the experience in home.
Inspired by the movie treat, it too is designed to resonate with a younger family audience.
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The scampi and whitefish bites are wrapped in Young’s crispy, golden breadcrumbs, and come in a larger 300g pack size.
Mrs Adam said: “We’re seeing growth in snacking and sharing formats across the category, particularly amongst a younger, family audience. Our Popcorn Scampi Bites introduces a new format that is perfect for flexible eating occasions – snacking, sharing and family together time.”
The cores are brought down from the primary processing site, at Annan, Scotland, and then they are coated and packed at the recently expanded Humberstone Road plant in Grimsby. They have a manufacturer’s recommended selling price of £2.50.
The quarter pounder is also produced in Grimsby. It is available in Asda from today, June 2, at a manufacturers’ recommended selling point of £2 for a two-pack.